The IMC plan aims to target females ages 18-30 through magazine, newspaper and TV advertisements. It also proposes a college campus representatives program where female students would promote Lululemon apparel from fall to winter semesters through social media, giveaways and events costing $500 per month. The total spending per campus would be around $4,500 for both semesters to strengthen the brand among new and previous customers.

1. IMC Plan
The following report was made to focus advertising and marketing tactics towards
females ages 18-30 who enjoy being physically active. I plan on targeting new customers
while strengthening the brand name amongst previous customers as well.
In addition to magazine, newspaper, and TV broadcast advertisements, I would
like to start a college campus representatives program that would run from the start of the
fall semester until the end of winter semester. With this program, females on large
campuses would work as spokespeople for the company by wearing, promoting, and
advocating for Lululemon workout attire. The number of representatives would vary
depending on the size of the college. Larger universities would have at least 10
representatives while smaller colleges may only have two or three. These representatives
would also be in charge of specifically designed social media pages on Twitter and
Instagram. For example, at New York University, the representatives would run a Twitter
with the possible name of @LululemonNYU. On social media, representatives would be
posting pictures of females wearing Lululemon and spreading the word about the
company. In addition, these representatives would do special clothing giveaways to
females on campus who participated in contests and other promotional events. Not only
does this promote new customers to buy Lululemon apparel, but it also allows the
company to showcase new products and receive feedback from their target audience.
These events and giveaways would be done once a month throughout the school year,
from August until April, and would cost approximately $500 a month. The money would
go towards the purchasing of Lululemon apparel to giveaway as prizes to numerous

2. winners. For both the fall and winter semesters, Lululemon would be spending about
$4,500 per campus on this college representatives program.